The Black Truck Media + Marketing team just watched a great Moz Whiteboard Friday on agile marketing. Using search engine optimization (SEO) in the media buying process is a form of agile marketing that can lead to greater return on investment (ROI) for your business.
So, how does that work? When planning search engine optimization (SEO) strategies with clients, make sure to ask “What else are you doing?” This includes traditional media (vs. digital media) advertising campaigns or press opportunities that are coming down the pipeline.
It has come to light that marketing teams often don’t consider coordinating SEO and pay-per-click (PPC) efforts with their media planning and buying. This is a huge opportunity for businesses, and something SEOs should be sure to explore with clients when planning campaigns and ongoing projects.
We see it all the time: offline activity (advertising, business/industry events, etc.) can heavily influence search activity. So why aren’t these opportunities to make the most of a search marketing plan a bigger piece of the discussion during media planning?
It IS a great idea, Harry Crane (the master of proving time and worth in media)! The industry is starting to grasp the missed opportunities when marketing processes are planned and carried out in silos, and brands now understand the amplification that’s possible when search is coordinated with other media efforts. SEOs and media buyers should work together to make sure their client gets the most bang for their buck.
Want a deeper understanding of how your efforts should be integrated? Contact us. We’re here to help.